Inside Portrait Milano, a new lifestyle destination in the heart of Milan, the renown Milanese retailer Antonia Giacinti has unveiled a new forward-looking project called Antonia Sant'Andrea that will flank her historic boutique on Via Cusani.

A blend of tradition and innovation, Antonia Sant'Andrea aims to be much more than a fashion experience, but a catalyst of inclusive and diverse activities and multicultural happenings.





The retail and cultural destination is housed inside a newly-renovated area, the former central seminary for the Roman Catholic Archdiocese of Milan. This unique 16" century complex with a squared plant, extensive courtyard, and monumental door, has undergone a complete makeover, and readjusted itself to its new function. Boasting two entryways, one from Corso Venezia and the other on Via Sant'Andrea, it is ensconced between a 2,800-sq.-meter courtyard, delineated by a majestic colonnade.




In this characteristic frame, Antonia Milano will give life to a fashion retail format that goes against the grain with a special 800-sq.-meter space for men and women, similar but different from its storied and buzzy Cusani venue. "This new format breaks away from the classic fashion scheme with a young approach that favors uniqueness and newness, giving visibility to up-and-coming names with a precise identity. The aim is to become the new go-to destination for both the Milanese and tourists," says Maurizio Purificato, co-founder, Antonia Milano.

 

In that light, the brand mix of the Antonia Sant'Andrea women's multi-brand space plays with novelty and more established names.

The men's area follows suit with the addition of an expansive sneaker area filled with hype, driven by new drops, cool one-off collabs, and special projects.




The concept also includes five mono-brand corners conceived to house a rotating mix of labels: The Row, Alaïa, Amina Muaddi, Loewe, Jil Sander and Khaite, among others. All the interiors are designed by Vincenzo de Cotis, the mind behind all the Antonia stores globally. Inspired by brutalist architecture, its raw-edged urban and industrial feel is defined by soaring seven-meter ceilings, graphic columns and a cool juxtaposition of contrasting materials countered artfully including mirrored gloss with rough cement, wood and stone, and micro resin offset by metal latticework.

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